Attribution 101. Www.netezza.com/documents/MIG_CaseStudy.pdf. Www.mediacontacts.com/wp-content/uploads/MCInsight_Attribution_Apr.09_Eng.pdf. Attribution Analysis and Campaign Efficiency – Getting More Bang for your Buck. By Brad Terrell on June 15, 2009 Here’s some breaking news – GroupM has formally announced the Media Innovation Group as a separately-branded business unit.
It happened at the 2nd annual GroupM – 24/7 Real Media Digital Summit last week. This is the team within GroupM that delivers innovative technology solutions for the advertising industry including ZAP and B3, and while the team has been around for a few years, this restructuring sends a clear signal that technology (and dare I say – terabyte-scale data analysis) is an increasingly important source of competitive advantage for WPP.
I delivered a collaborative presentation at the event with Brian Lesser, VP & General Manager of the Media Innovation Group, describing how Netezza’s data warehouse appliance enables their Zeus Advertising Platform (ZAP). The presentation was fun, and I got a kick out of being on the same stage as Irwin Gotlieb (it’s hard to beat having “The King of Advertising” as your moniker).